Creating an Integrated Fundraising Campaign

Presented by: Susan Burnash

About Susan Burnash (seburnash@gmail.com)Susan has been a passionate advocate for Nonprofits for the last 15 years. Serving as a Communications Specialist, Marketing Coach, and Speaker with Purple Duck Marketing, and a Content Strategist with The Write Content, she is committed to empowering them with the knowledge and tools they need to survive, thrive, and grow. Susan has served as the inaugural member of the Foundation Center of Atlanta’s “Expert in Residence Program, and has taught nonprofit workshops for the Georgia Center for Nonprofits, The Foundation Center (Atlanta) The Community Foundation of NCW, Association of Fundraising Professional (Seattle), Kirkland Chamber of Commerce and other organizations. She has a Business degree from Georgia State University and a BFA in Writing and Film from Emerson

College. In addition to her work with Nonprofit organizations, Susan is currently writing a Nonprofit workbook titled “How to Write a Nonprofit Marketing Plan,” along with a series of children’s books called “When I Pray.”

About Purple Duck Marketing (www.purpleduckmarketing.com)Purple Duck Marketing, a full-service Marketing, Public Relations and Video Production company with offices in Seattle and Atlanta. They utilize an integrated approach to helping Nonprofits increase awareness, educate, and garner support for their missions, services, and causes they were created to champion.

About The Write Content (www.thewritecontent.biz)The Write Content is a content creation and content strategy agency located in Atlanta, Georgia. They provide writing, editing and

content strategy services across all communication platforms for business and nonprofit clients across the US. Their writers are marketing and PR specialists from a variety of sectors with extensive experience in writing for content marketing, sales, fundraising and SEO

1

How to RaiseMore Money

On Georgia Gives Day 11/13/2014

PRESENTATION NOTES

What is Georgia Gives Day? (www.gagivesday.org)Georgia Gives Day is a collaboration of the Georgia Center for Nonprofits (GCN) in partnership with participating nonprofits, state agencies, corporations and businesses, associations, foundations and public relations and advertising firms.

Why Participate In GA Gives Day?• You can leverage your nonprofit’s efforts by capitalizing on the energy, publicity, and branding of a bigger

campaign• It costs you nothing but time and a good plan• It’s a great opportunity to tell your story to a larger audience than you can reach alone• You have a greater chance of inspiring and acquiring new donors• Online donors tend to have higher average incomes so there is greater potential to raise more funds• Through their own personal fundraising page your greatest supporters can raise funds for you too!• You can win additional prizes donated by GA Gives partners• Giving days are fun - beyond the fundraising dollars

What will it take to “raise more money” on Georgia Gives Day?1. A focused campaign with clear goals and messaging2. An integrated communications strategy3. The support of all your existing supporters (staff, board, volunteers, donors, business partners, fans)4. Media outreach and support 5. Leveraging GCN’s marketing/community outreach efforts6. Qualifying for prizes from GA Gives Day

STEP 1 – CREATE A FOCUSED CAMPAIGN

Determine your campaign goals Your goal should be a motivator It should be visible throughout your campaign It should be big and meaningful It should get people excited to work hard

Example for Humane Society of NE Georgia To raise $10,000 to care for xxx of dogs & xxx of cats for 30 days so they might have a “second chance” at love.

Define your campaign concept What is the issue you are trying to address? What will tug on your audience’s hearts? What will move them to act? What do you want them to do?

Example for Humane Society of NE Georgia 1. What is the issue you are trying to address? Giving shelter animals a second chance for a loving home 2. What will tug on your audience’s hearts? Pictures of dogs and cats that they can relate to3. What will move them to act? They don’t have to give a lot to make a difference4. What do you want them to do? Give up something that isn’t hard to give up to make a donation

Develop your key campaign messagingExample for Humane Society of NE Georgia 1. On GA Gives Day (11/13) what would you give up for a shelter animal to have a second chance at love? 2. On GA Gives Day (11/13) would you give up a latte and a muffin to give me a second chance at love?3. On GA Gives Day (11/13) would you give up a movie, popcorn and a coke to give me a second chance at love?4. On GA Gives Day (11/13) would you give up dinner for two to give me a second chance at love?

STEP 2 – CREATE AN INTEGRATED COMMUNICATIONS STRATEGY2

Determine The Communication Channels You’ll Use GA Gives Profile Page Website Blog Email (newsletter, update, signatures) Direct Mail (post card, letter, other) Social media (Facebook, Twitter, LinkedIn, Pinterest, Instagram, You Tube, etc.) Text messaging/Mobile Telephone

When your communication channels work in harmony, you increase exposure to your messages.

Create An Editorial Calendar (see handout for example)• Dates • Each communication tool you will be using (Website, Blog, Email, Social media, Text messaging/Mobile,

Direct Mail, Telephone, etc.)• Summary of content to be included for each communication platform • Links to be included with content• Calls to Action• Assignments for

writing content pushing out content

Write the content for your editorial calendar and be sure to include:• Compelling opening message• Strong visuals• A clear Call to Action• Links to

your GA Gives Profile Page Location of more detailed story (website, blog, YouTube, Facebook, etc.)

STEP 3 – GET SUPPORT FOR YOUR CAMPAIGN

From Your Staff and Volunteers• Give them a specific task on your editorial calendar• Provide everyone with final content they can push out too!• Have them change their email signature to include your campaigns messaging or visuals• Encourage them to be active on your Social Media platforms (like, share, comment, set up a page for your

organization)• Ask them to set up their own personal fundraising page on GA Gives website• Ask them to make a donation on your GA Gives page on 11/13/14• Have a contest with prizes for

Most shares on Facebook and You Tube Most Retweets on Twitter Most status updates on Linked In or Facebook Most donations raised on their personal GA Gives Page

From Your Board• Provide them with all content you will be using to push out event• Ask them to set up a personal Fundraising page on GA Gives Day website• Inspire them to make a donation or match donations made on their page• Encourage them to recruit participation from their employees or business associates (make it easy with

content provided)

From Your Board cont.

3

• Give them a specific task on your editorial calendar to complete• Ask them to include your campaign messaging on their business email signature• Urge them to be active on your Social Media platforms (like, share, comment, retweet, etc.)• Have a contest with prizes for

Most donations raised on their personal GA Gives Page Most new donors

From Existing DonorsThrough an email, letter or phone call ask them to support you in your upcoming GA Gives Day campaign

• Ask them to set up a personal Fundraising page on GA Gives Day site (include the content you would like them to use)

• Encourage them to recruit participation from their family, friends and business associates • Ask them to include your campaign messaging and a link to their fundraising page on their email signature• Urge them to be active on your Social Media platforms (like, share, comment, retweet, etc.)• Inspire them to donate on that day or match donations on their page• Have a contest with prizes for

Most donations raised on their personal GA Gives Page Most new donors

From Current Or Past ClientsThrough an email, letter, social media post, or phone call ask them to support you in your upcoming GA Gives Day campaign

• Ask them to set up a personal Fundraising page on GA Gives Day site (include the content you would like them to use)

• Encourage them to recruit participation from their family, friends and business associates • Urge them to be active on your Social Media platforms (like, share, comment, retweet, etc.)• Encourage them to tell their personal stories on your Facebook page• Inspire them to donate on your GA Gives page on 11/13/14• Have a contest with prizes for

Most donations raised on their personal GA Gives Page Most new donors

From Local Business Partners• Create a flyer they can post in visible locations• Ask them to donate prizes for a campaign participation contest• Provide them with content to help you push out event• Ask them to set up a personal fundraising page on GA Gives Day website• Inspire them to make a donation or match donations made on their page• Encourage them to recruit participation from their employees, customers, etc. (write up some content just for

them to use)• Urge them to be active on your Social Media platforms (like, share, comment, retweet, etc.)• Have a contest that includes a media release to local papers with their name in it and prizes for

Most donations raised on their personal GA Gives Page Most new donors

4

STEP 4 – MEDIA OUTREACHGet Your Story In Their Hands

Write a Compelling Media Release• Messaging about GA Gives Day and your nonprofit’s campaign for that day (your theme and goal)• Some statistics about the need in your community that your nonprofit addresses daily• How the money you raise will address the above need and benefit the community• Visuals if you have them (YouTube PSA, campaign images you will be using or just photos of your organization

in action)• Links to your GA Gives Fundraising Page• Contact info for your organization (address, phone, website, Facebook link, LinkedIn Company page, etc.) • Boilerplate paragraph at end of release that includes:

About your organization About GA Gives Day

For Print and Online Papers, Radio & TV• Find out who covers nonprofit or “feel good” stories (check their website or call their news desk)• Try calling and connecting with the writer or reporter by phone• If you can’t get them on the phone, leave a brief message that includes why you are calling and what your

story/media release is about• If you can’t connect with the writer/reporter directly but you have a direct email address send a personal

email with media release in body of email and as a PDF attachment• If you can’t find their direct email address, follow directions on their website for sending a media release• Be persistent, friendly and grateful!

Create A Public Service Announcement

1. For TV - send a 30 second video spot in high definition

2. For Radio - send a 30 second audio recording or script

• Utilize your campaign theme and messaging• Include how to give to your organization on GA Gives Day Page

www.GAGivesDay.org Your nonprofit’s name

• Let them know how their gift will make a difference

Post them on your YouTube account, Facebook page, Website, etc. and ask people to SHARE!

Example: PSA For Radio Or Script For A Video

“Every shelter animal deserves a home and a second chance for love. On GA Gives Day, November 13th, your donation can help the Humane Society of NE Georgia give the animals in their care a chance to find love again. Visit www.gagivesday.org and donate to the Humane Society of NE Georgia today.“

“What would you give up to give a shelter dog or cat a second chance to find love? A latte and a muffin? a fast food lunch? a dinner for two? a movie, popcorn and a coke? On GA Gives Day, November 13th, when you give up to give a donation to the Humane Society of NE Georgia you are giving a shelter dog or cat a second chance to find love. Visit www.gagivesday.org and donate to the Humane Society of NE Georgia today. “

5

STEP 5 – LEVERAGE GCN’S MARKETING EFFORTS

Visit www.GAGivesDay.org for your Nonprofit Toolkit• The Georgia Gives Day Checklist • Live Webinars and Training Events • Training Webinar Library • Flyers • Outdoor Advertising • The Boilerplate • The Celebrity "Call to Action" • The Sample Press Outreach Letter • 10 Ways to Use Social Media on Georgia Gives Day • The Social Media Toolkit • The Recommended Tweets • Sample Donor Emails • Web resolution Logo • Hi-Res print quality Logo

STEP 6 – QUALIFY FOR SOME GREAT PRIZES!

In 2013 prizes included For Most Donors that give to a nonprofit

First Place - $5,000 Second Place - $2,500 Third Place - $500 Most Dollars Raised

First Place - $2,500 Second Place - $1,000 Third Place - $500 Golden Tickets (hourly random drawing) Either one $1000 prize or two $500 most donations during that hour Power Hours (hourly random drawing) Between $500 - $1,000 for nonprofit with the most donors Coastal Giving Challenge Funds $2,000 total SunTrust Foundation Financial Wellness Challenge Gifts ranging from $1,000 - $2,500 ($50,000 total) And more!!!

So what are you waiting for? Start planning today to raise MORE MONEY on Georgia Gives Day. Register and create your profile online at www.GaGivesDay.org

6